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Arab Journal of Administration المجلة العربية للإدارة

Abstract

This study examined the relationship between customer experience and the decision to repurchase in the mobile phones market in Saudi Arabia and how to measure this relationship. This relationship has been divided into three types of evidence and they are: the clues and functional evidence, mechanical evidence, and human evidence. A representative sample of 415 users of mobile devices (Mobile) in Riyadh has been analyzed. All three types of evidence have been expressed through a combination of the elements they represent. The study found a statistically significant relation between a set of components of the customer experience and the decision to repurchase a mobile phone; at a time when there was no relationship between another set of those elements and between the repurchase. The most important result of the study was that there was no difference between the average evidence represented on the impact of the three components of the customer experience on the decision to purchase mobile phones (mobile) in Saudi Arabia. Finally, the study found that there is a variation in the relative importance of the elements represented by each section of the customer experience in their impact on the customer's decision to repurchase a mobile phone.

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